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Teardown: Digicam highlights integration, price erosion

In order for a gift to find its way into th stocking, the rules at our house state that the item must: 1) Fit inside the stocking; 2) Not break should the thin, fabric mounting loop fail; and 3) Be priced at or below $10.

Finding an electronic gift that a family member would find useful and meets the house rules is no trivial task.

Bill Schweber of Planet Analog sent along a device in early December which fit the bill: Vivitar's Mini Digital Camera at a stocking stuffer price of $9.99.

The blister package surrounding the camera and accessory kit was sure to fit neatly inside a stocking and provide sufficient protection in case of failure of the stocking loop. Needing to make one last “stuff” with a digital camera able to meet the house rules, an additional camera was purchased for a teardown.

Vivitar Mini Digital Camera

The cardboard insert placed inside the clear packaging states that the camera is one of the most compact 3-in-1 (still, video and Web camera) digital cameras, with the ability to store up to 243 photos thanks to its 16 Mbytes of memory. Included with the keychain camera is a CD-ROM containing camera drivers and ArcSoft's PhotoImpression imaging software, one AAA battery, a USB cable, and a bonus vinyl carrying case with belt loop.

Specifications found within the operation manual reinforce the exterior marketing message of 243 photos stored on 16 Mbytes of SDRAM, but only by compressing pictures taken on the low resolution, 176 by 144, setting.

At the maximum resolution of 352 by 288 (CIF), the camera can store about 20 uncompressed images. Additional specifications in the operation manual indicate: an image sensor optical size of 1/4 inch, utilizing CMOS technology; a frame rate of 12 frames per second; 10 hours of battery life. The camera measures 59 mm by 42 mm by 15 mm. A safety notice at the end of the manual notifying the user to download the pictures before taking the batteries out highlights the drawback of using volatile SDRAM memory to store the images.

Vivitar Mini Digital Camera Accessory Kit

Once inside the plastic, snap-fit enclosure, the 25 mm by 51 mm PCB with S4P-HE513 markings indicate the camera is a relative of the Precision HE513 Mini Digital Camera which first appeared in 2003 at a price of $40, indicating a price decline of 24 percent annually since the original launch.

After removing the plastic lens housing, closer examination of the wafer-level chip scale package (WLCSP) PixArt PFS052 image sensor reveals an optical size of 1/6 inch versus the 1/4 inch stated in the operation manual. With a die area of just under 10 mm2 and 20 I/O pins, the image sensor is one of the smallest and simplest CIF image sensors analyzed by Portelligent.

Board 1

Image processing is handled by a PixArt image processor with die markings, PEP004-PA001. The WLCSP image processor with a glob-top encapsulant provides an inexpensive method to manufacture and protect the die. Working memory for the image processor and storage for the images is provided by a memory package with markings, CW3664164T-7.

A thorough search on the part number turned up a Chinese customs document indicating the manufacturer is Conwose. The manufacturer identification was reinforced by the CW logo on the package. However, decapping the memory package revealed the die as a Mitsubishi manufactured 64-Mbyte SDRAM with die markings, M2V64S20D.

Board 2

With only three ICs consuming less than 57 mm2 of silicon mounted on a PCB with a board area less than 13 cm2 , the Mini Digital Camera highlights the integration and reduction in silicon and board area which has enabled Vivitar to bring a toy camera to market at a price point below $10.

When compared to a teardown of a toy camera in 1999, the KB JamCam required sixteen ICs with a die area of 198 mm2 mounted on a PCB over 49 cm2 . At a price point of $99, the JamCam would have been relegated to a spot under the tree instead of hanging above the fireplace.

If semiconductor integration and digital camera price erosion continues at the same unabated pace over the next nine years as it has over the previous nine, expect today's $99, 7.2-megapixel digital camera with autofocus, face detection, QVGA movie mode, 22 Mbytes of memory and flash to end up as tomorrow's $10 blister-packaged stocking stuffer.

Sure those nagging details like CCD versus CMOS and more substantive glass lenses with moving parts may hinder progress a bit, but the concept remains: Yesterday's under-the-tree gadget can often become tomorrow's stocking stuffer.

— Jeff Brown is a principle analyst at Portelligent.

2 comments on “Teardown: Digicam highlights integration, price erosion

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    April 17, 2014

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  2. InventorGrissom
    September 8, 2016

    Myself and many others still have this camera (mine is ArcSoft Go Vision 3-in-1 Mini Camera Radio Shack version from year 2009) but no longer have the included CD-ROM with driver and software which appears to no longer be available anywhere on the internet.

    I know this is a long shot but, do you still have the included CD? If so, I'll gladly distribute it to all the other owners looking for the driver(s) and ArcSoft software.

    As old as this review is (2009) you probably won't even see this but, just-in-case, thanks for reading this far.

    Cheers,

    Michael D Grissom, Morrisville, NC 27560

    My new Planet Analog registration details are accurate.

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